Miami Latin pop station Romance 106.7 (WRMA), a mainstay of romantic and more adventuresome Latin pop, flipped to a bilingual format on Monday, June 25. The SBS-owned station, now called DJ 106.7 FM, plays mostly urban-leaning, up-tempo fare -- from Drake, Rihanna and J-Lo to Don Omar, Wisin & Yandel and Prince Royce -- with roughly 30% of the tracks in Spanish.
The shift follows a similar SBS move in Los Angeles, where Latino 96.3 FM (KXOL) became the more Spanglish LA 96.3 FM in May. Latino, which used to pepper its mostly Spanish-language playlist with uptempo English-language fare, now also plays a roughly 70-30 English/Spanish mix.
Despite the ratio of English to Spanish on their playlists, both stations remain solidly Latin in personality, with Spanish language dominating on their websites and on-air banter, and with an important chunk of English-language tracks by Latin acts like Pitbull and Jennifer Lopez.
Both stations have a powerful weapon in morning personality DJ Laz, the longstanding morning DJ at Miami's Power 96, who left in May to head LA 96.3's morning team. Beginning July 4, Laz's show will also be heard in Miami.
As for the Romance format, sources say it will soon begin airing on another SBS station, CIMA 106.3, which currently plays mostly Colombian music, although no date has been announced yet.